About Nike Hooptown
To promote the release of the signature sneakers of Nike-sponsored NBA stars, Nike assembled an extraordinary team of creative talent to build Hooptown, an original, narrative-based campaign of short films. The stellar team of collaborators includes Jimmy Palmiotti (story), Logan Hicks (street art) and Swizz Beatz (music). Their vision of Hooptown is the 'Twilight Zone in the hood,' a place where there are lessons to be learned and balls to be dunked. The first two episodes star Vince Carter and LeBron James.
An open-minded client like Nike helped us to take things to the next level. We created a fresh style of mixed media; using real film footage, photography, 3D art, and graffiti to bring the world of Hooptown to life. We scoured the animation community for just the right artists to work side-by-side with our in-house team of 3D and 2D animators. By working together, we were able to get Hooptown's stenciled graffiti style off the walls and into motion. The campaign, combining groundbreaking animation with Escalade-ready beats, is another exceptional chapter in one of the most successful brands in history.
Measures of Success: Hooptown eventually made its way onto sneaker boxes, in-store graphics, and even a comic book distributed at basket ball games. Millions of users enjoyed the concept, which made us all proud!